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The Heartlines forgood initiative
South Africa: The Heartlines forgood initiative founded by Ashoka Fellow Garth Japhet
Using mass media and mobile technology as a means of education, advocacy and the promotion of public health in South Africa.
The Challenge: Education gap left by apartheid education policy (Bantu), constraining future expansion of South Africa’s economy
Not only did Bantu education deny black people access to the same educational opportunities and resources enjoyed by white South Africans, it also promoted myths and racial stereotypes through its curricula and textbooks. Enormous disparities grew between the education received by white and black children, leaving a legacy of illiteracy and rejection of social values, impacting every aspect of society, from unemployment and restricted economic growth to healthcare and family stability.
Read more http://www.ashoka.org/fellow/5401
Solution: Creation of cellphone and internet based virtual movement “Heartlines forgood”
Heartlines forgood uses mobile phone text messages and a web-based social network to inspire, guide and connect people, providing a sense of community and common purpose.
Heartlines forgood is membership-based and works by connecting members, who must register their cellphone in order to get information and support via SMS, keeping them engaged in positive dialogue and pulling them back to the website http://www.forgood.co.za
The personal nature of the member’s cellphone and the targeted use of SMS is a key element in the communications strategy, providing them with a way to access the support they need on a range of social issues including safety, health, HIV/Aids, faith, environment and education.
So whilst TV remains a key part of the communications strategy, Heartlines forgood relies on mobile telephony and social networking to reach key target groups.
Local Deployment Model: NGO, Government & Corporate Funding
The key to Heartlines success has been wide, sustainable reach with powerful partners.
Using mobile SMS (text messages) which were paid for by consumers ensured the reach of the project extended way beyond the 15% of the population with internet access, the overwhelming majority of whom are white in South Africa.
Be part of the next Heartlines success story, take part in the Heartlines Challenge Good Mobile Conscience in South Africa.